The format
Starting November 9, The Voice will run a weekly companion stream on its official TikTok handle every Monday. The show goes live 20 minutes before the broadcast and continues through the televised episode, running until the season 30 finale on December 14.
Emmy-winning host Josh “Bru” Brubaker will anchor the series. A radio personality known for backstage content on Audacy, he hosts The Bru Show weekdays across Audacy pop stations and has more than 5 million followers across platforms.
The companion feed will include interviews with artists and coaches, rotating celebrity co-hosts, special guest appearances, and what the show calls “the ultimate, unfiltered backstage pass to the high-stakes live shows” on TikTok.
- Timing: 20 minutes before each Monday telecast, then through the episode.
- Access: Backstage interviews, unscripted post-performance moments, and guest appearances.
- Host: Bru, an Emmy-winning radio host with a platform-native following.
Why it matters
For broadcasters, this is not a standard social promo. The Voice is turning TikTok into a companion channel with a live format that exists alongside the linear show. That turns the pre-roll tune-in window into a content moment, not just a media buy.
Bru is central to the strategy. He brings an existing audience and a radio-trained ability to move between backstage interviews and audience energy. The Voice is borrowing reach from a creator who already knows the platform, rather than asking viewers to leave TikTok for another app.
The timing lands in a season with four coaches: Adam Levine, Kelly Clarkson, Queen Latifah and Riley Green. A live feed gives those names a direct path to short-form audiences while the broadcast is still happening, instead of waiting for clips to circulate later.
What to watch
The real test is whether a TikTok Live pre-show can move linear tune-in or mainly add reach on rented ground. For media planners, the engagement metrics to follow are live viewership, comments and shares during the 20-minute pre-show, not just follower growth.
Bru said he grew up watching The Voice and called the chance to host its first companion show “one of those moments that feels almost too surreal to put into words.”
If the format works, expect other competition franchises to build their own backstage live shows. If it fizzles, the lesson will be that access only matters when audiences already care about the people on camera.
Source: The Hollywood Reporter
